Personalized Advertising Targeting Youth in Social Media Platforms: A Study

Personalized Advertising Targeting Youth in Social Media Platforms: A Study

Dr. Sathyaprakash M R

Associate Professor

Dept of Journalism and Mass Comunication

Kuvempu University

Shivamogga

Ms. Megha S

Research Scholar

Dept of Journalism and Mass Communication

Kuvempu University

Shivamogga

Abstract

The traditional type of marketing is more directed towards big customer segments in specified areas. Due to technological improvement marketing has evolved into an extreme form of segmentation where marketing targets individual consumers based on their personal needs and preferences. This has led to a discussion of whether personalized marketing is something that creates privacy concerns or benefits in the eyes of the consumer. Social networks provide a platform to facilitate communication and sharing between users, therefore modeling real-world relationships. Social Networking has also extended beyond communication between friends. Spotify, Netflix, and Amazon are well-known examples of platforms that use content personalization for their user experience.

This research aims to explore the youth’s perception of social media and personalized advertising how they are targeting youth and circulating and the decision-making process. The research is designed accordingly as survey research.

Keywords- Personalized content, social network, personalized marketing, advertisement, Spotify, Amazon, perception of social media